Research Article
Purchase Decision of Fashion Products and Several Factors That Affects It (Study Case on Shopee Marketplace)
@INPROCEEDINGS{10.4108/eai.10-8-2022.2320898, author={Arini Hidayah and Shahlia Khairani and Erny Rachmawati and Yudhistira Pradhipta Aryoko}, title={Purchase Decision of Fashion Products and Several Factors That Affects It (Study Case on Shopee Marketplace)}, proceedings={Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2022}, month={8}, keywords={online customer reviews lifestyle product quality purchasing decisions}, doi={10.4108/eai.10-8-2022.2320898} }- Arini Hidayah
Shahlia Khairani
Erny Rachmawati
Yudhistira Pradhipta Aryoko
Year: 2022
Purchase Decision of Fashion Products and Several Factors That Affects It (Study Case on Shopee Marketplace)
ICBAE
EAI
DOI: 10.4108/eai.10-8-2022.2320898
Abstract
The purpose of this study is to analyze the influence of online customer reviews, lifestyle, and product quality on purchasing decisions. Sample selection in this study used purposive sampling. Based on the criteria, 110 respondents were obtained who became a sample. The technical data analysis used in this study is instrument testing, descriptive statistics, classical assumption testing, multiple regression, and hypothesis testing. The results of the analysis show that online customer reviews, lifestyle, and product quality simultaneously affect purchasing decisions, then online customer reviews negatively affect purchasing decisions, lifestyle has a positive effect on purchasing decisions and product quality has a positive effect on purchasing decisions.